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CHAPTER 7

WHO ORDERS FOOD AT HOME?

This chapter addresses the diner, the user of the food delivery service. Analysing and knowing the customer, both in terms of their socio-demographic profile and their consumption motivations, is an essential factor in optimising the value proposition of food delivery, whilst bearing in mind that a client can be corporate or individual.

 

Likewise, we explore the different customer strategies that can be adopted by catering businesses with food delivery services in accordance with their business model and objectives. A final topic for this chapter relates to a critical issue: customer data. With the appearance of delivery aggregators as intermediaries in the provision of this service, the restaurant customer becomes part of the platform, exposed to whatever consequences this implies, something which we reflect on here.